For the best independent agents, it's all about selling value. Consider, for example, the case where a devastating fire destroys an insured's home. Then, consider the credibility established and the loyalty earned by the agent who counseled his customer to purchase guaranteed replacement coverage, enabling the insured to replace her family's home without having to worry about depreciation or the amount of coverage originally purchased for the home.

Throughout the personal lines market, there is an incredible opportunity for independent agents to sell value and distinguish themselves by selling a total account and added coverages such as guaranteed replacement cost, rental car upgrade, water back-up protection and ID theft. While many believe that consumers want to “save” money by reducing their premiums, all signs point to increased consumer demand for insurance products that are tailored for their individual needs.

Unfortunately, some carriers are going in the opposite direction, making it more important than ever for independent agents to find great partners.